“As we embrace the opportunities, we must also safeguard our inheritance – the world-class brand created and bequeathed by the pioneers and pillars of Maldives tourism.” - MMPRC Board Chairperson Ayesha Nurain Janah

The Chairperson of the Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) Board of Directors, Ms Ayesha Nurain Janah, delivered the opening remarks at the Maldives Media Meet Press Conference, highlighting innovative adaptation strategies towards sustainable tourism development and promotion. The Chairperson emphasised the organisation's dedication to promoting sustainable tourism that benefits all Maldivian communities. 
The Chairperson stated that following the guidelines set forth in the Tourism Master Plan, MMPRC aims to maximise the positive impacts of tourism for all, reach new audiences, and offer innovative experiences. These goals are pursued while prioritising sustainability through various initiatives. 
Chairperson Nurain further emphasised the importance of achieving a delicate balance between tourism growth and environmental preservation. She highlighted MMPRC's commitment to this balance through exploring innovative solutions like floating villas and utilising recycled materials in construction projects. 
“Our commitment to responsible tourism remains resolute across environmental, socioeconomic and good governance. We endeavour to create awareness for visitors on the imperative of waste reduction, environmental stewardship, and respecting local ecosystems and customs.”
To achieve these ambitious goals, Chairperson Nurain highlighted the importance of effective communication and collaboration. She emphasised the need to effectively communicate the full potential of the Maldives to both existing and prospective audiences, while simultaneously conducting rigorous market analysis to adapt strategies to evolving trends. Achieving sustainable tourism, according to Chairperson Nurain, necessitates the active engagement of various stakeholders, including international organisations, the private sector, and local communities. 
During her speech, Chairperson Nurain noted the introduction of a culinary segment in the future, showcasing the rich culture and cuisine of the Maldives to the global tourism arena. 
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